'Most beautiful coffee factory globally' and the man who refused opportunity to earn millions of US dollars from Phu My Hung urban land

By Bich Ngoc
Thu, October 24, 2024 | 5:43 pm GMT+7

Forteen years ago, instead of spending VND5 billion ($196,810) to buy land, Phuc Sinh Group invested in ESG (environment, society, and governance) initiatives, and then lost everything, but the choice is still correct, said Phan Minh Thong, chairman of Phuc Sinh Group.

After the initial failure, the path of practicing ESG has brought Phuc Sinh to a series of brilliant successes, he added. Bich Ngoc reports.

Phan Minh Thong, chairman of Phuc Sinh Group. Photo courtesy of the company.

Phan Minh Thong, chairman of Phuc Sinh Group. Photo courtesy of the company.

“At that time, someone said I would be bankrupt in six months”

There were many things I did that people thought were impossible. In 2001, when I started up with only VND60 million ($2,361), a woman in the industry mocked me, saying that at most I would go bankrupt in six months.

At that time, when I migrated from Hai Phong city in the North to Saigon, I was confused about everything. Luckily, Saigon and Hai Phong are both coastal cities, so the cultures were close to each other. I worked for a state agency and then quit, opening my own company specializing in exporting pepper and then spices. That period was full of challenges.

Yet after only five years, Phuc Sinh ranked number one in pepper exports. How great was that! Great companies from all over the world - the Netherlands, Singapore, France, England, the United States etc - poured in here. They had big financial strength and had been in the market for decades. Yet in the end, a small company that was in an extremely difficult situation like Phuc Sinh could sneak through and succeed.

During that process, I never set a goal of being number one. We struggled every day to survive, until the name Phuc Sinh suddenly appeared to be number one and sat firmly on the "throne" for decades after. At that time, the turnover was only about $120-130 million a year, but now we have exported up to $320 million a year.

“If I spent $196,811 to buy land, I would have millions of dollars now”

Sleeping on the internet was the right choice for me. Back then, I was young and could work for over 20 hours a day without getting tired. Where’s the money? I believe it lies in persuasion. Customers trusted me, and suppliers were willing to extend credit instead of requiring full payment upfront.

I once met with a deputy general director of the largest bank in Vietnam to discuss my proposed projects. After that meeting, they granted Phuc Sinh a significant loan. Ten years ago, securing VND70 billion ($2.75 million) in unsecured loans was unimaginable.

We must believe in ourselves and the path we’ve chosen. Only with that belief can we persuade others. Sometimes, being overly smart doesn’t solve problems; true understanding comes from the heart. Ultimately, business is about relationships between people.

When I started my business, many thought the goal was to sell domestically or, if exporting, to supply representative offices of multinational corporations. They even considered it fortunate to be purchased by a foreign company.

I saw things differently. Although I hadn’t read “The world is flat” at the time, I believed in its message. I wanted to trade globally, so I packed my backpack and traveled everywhere. I realized Europe was the right place - the land of sustainable development. No matter where I opened a company or built a factory, I wanted to do business there for the long haul.

Returning to Vietnam, I wanted to immerse myself in the beauty and majesty of my country for decades. Whatever we do, we should not only think of ourselves but also take into account vast raw material growing regions. This mindset has allowed Phuc Sinh to develop sustainably and enjoy many rewards today.

Phuc Sinh not only brings foreign currency into the country, it also creates tens of thousands of jobs for employees, workers, and farmers while protecting rivers, streams, mountains, and forests. Even more gratifying is that our results far exceed those of businesses that do not practice ESG.

Sixteen years ago, a major European customer requested that we adopt ESG practices. By 2015, they wanted half of their products on the shelves to be certified for sustainable development.

Their request felt groundbreaking at the time. Just two years later, in 2010, we began implementing ESG initiatives with an investment of VND5 billion ($196,810), a substantial amount for a private company.

While other private firms often sought sponsorship or non-refundable aid for such programs, Phuc Sinh used its own funds. At one point, we hired experts at a cost of up to VND800 million ($31,480). Yet, just two years later, we faced setbacks.

People said that if I had invested that money in land in the Phu My Hung urban area instead, I could have made a million dollars after a few years and lived a leisurely life. But I didn’t want that. I’ve always believed that in those critical moments of decision-making, I made the right choices, even if they didn’t always lead to immediate success.

Failure in the first two years of implementing ESG was not a total loss. While we did lose money, the experiences and lessons learned became deeply ingrained in the culture of Phuc Sinh.

By persevering and understanding the reasons for our failure, we emerged stronger. Two years later, in 2014, we became the first company in Vietnam to receive the Rainforest Alliance (RFA) sustainable development certification from a prestigious American organization.

I love agriculture and have a deep passion for coffee. In 2008, while shopping at a supermarket, I came across a package of coffee filled with flavorings. That experience sparked the idea of building a processing plant so that my friends, partners and I could enjoy real coffee.

The road to Son La is quite challenging! From Saigon, you had to fly out and then take a car for seven to eight hours to get there. Many people in Hanoi did not even realize that Son La had coffee, yet here I was, coming from so far away.

Fortunately, the local government was amazing. Before I even fully understood them, they had already grasped the mission of Phuc Sinh. They mentioned that for many years, they had gone to Saigon looking for investors for Son La but had no success. They were thrilled to meet me.

At 6 a.m., while I was still waking up, they knocked on my door, eager to take me to see historical sites and coffee-growing areas. They discussed productivity and advantages, encouraging me to draft a memorandum of understanding for investment during my visit. The Party chief and Chairman of the province introduced me to available plots of land for building a factory.

Despite the challenges of coming from Saigon to establish a factory there, I didn’t see any barriers or hardships. I didn’t mind waking up at 4 or 5 a.m. to catch a car to the airport, fly to Hanoi, and then take a bus to Son La. Even when my friend, chief representative of a major coffee company in Germany, advised me against it, I chose to ignore his caution.

Comments (0)
  • Read More
Dubai-based PDSI eyes $2.6 bln investment in tourism-golf course project in central Vietnam

Dubai-based PDSI eyes $2.6 bln investment in tourism-golf course project in central Vietnam

PDSI Group, a Dubai-based real estate and consulting firm, has expressed interest in developing a $2.6 billion commercial, tourism, and golf course complex in Binh Thuan, a south-central coastal province of Vietnam.

Real Estate - Thu, March 27, 2025 | 11:38 am GMT+7

S Korea's SK set to divest from Vietnam's giant Vingroup

S Korea's SK set to divest from Vietnam's giant Vingroup

South Korean chaebol SK Group is set to divest from Vietnamese conglomerate Vingroup, according to the former’s annual report 2024.

Companies - Thu, March 27, 2025 | 11:30 am GMT+7

StanChart adjusts USD/VND exchange rate forecast amid changing economic trends

StanChart adjusts USD/VND exchange rate forecast amid changing economic trends

Standard Chartered Bank has adjusted its USD/VND exchange rate forecast, reflecting shifts in global and regional economic conditions.

Economy - Thu, March 27, 2025 | 9:29 am GMT+7

Fund inflows help stabilize Vietnam's stock market: analyst

Fund inflows help stabilize Vietnam's stock market: analyst

As fund inflows are typically long-term investments, they play a key role in stabilizing Vietnam's stock market and preventing sharp fluctuations, according to Nguyen Duy Anh, Chartered Financial Analyst (CFA) at Vietcombank Fund Management Co., Ltd. (VCBF).

Finance - Thu, March 27, 2025 | 8:30 am GMT+7

VSIP begins work on industrial park project in northern Vietnam province Thai Binh

VSIP begins work on industrial park project in northern Vietnam province Thai Binh

Construction of the Vietnam-Singapore Industrial Park (VSIP) Thai Binh commenced on Wednesday in northern Vietnam, with the witness of Vietnamese Prime Minister Pham Minh Chinh and his Singaporean counterpart Lawrence Wong.

Industrial real estate - Wed, March 26, 2025 | 10:41 pm GMT+7

Vingroup starts building mega urban project in Vietnam's Mekong Delta

Vingroup starts building mega urban project in Vietnam's Mekong Delta

Vietnam’s leading private conglomerate Vingroup on Wednesday embarked on construction of the VND28 trillion ($1.1 billion) Vinhomes Green City, the first mixed-use urban development in its ecosystem in the Mekong Delta province of Long An.

Real Estate - Wed, March 26, 2025 | 10:11 pm GMT+7

Indonesia, China cooperate in digital technology

Indonesia, China cooperate in digital technology

Indonesia and China are expanding cooperation in the field of AI to promote digital transformation, especially in the fields of agriculture and smart cities.

Southeast Asia - Wed, March 26, 2025 | 10:01 pm GMT+7

Indonesia decides to join BRICS New Development Bank

Indonesia decides to join BRICS New Development Bank

Indonesian President Prabowo Subianto has announced the Government's decision to become a member of the New Development Bank (NDB), a multilateral development bank established by the five founding member states of the BRICS group.

Southeast Asia - Wed, March 26, 2025 | 9:57 pm GMT+7

Major Vietnamese broker SHS to double charter capital

Major Vietnamese broker SHS to double charter capital

Saigon-Hanoi Securities Corporation (SHS) plans to issue 894 million shares to increase its charter capital from VND8.13 trillion to VND17.07 trillion ($667.6 million), making it one of the top three securities firms in term of charter capital.

Companies - Wed, March 26, 2025 | 8:30 pm GMT+7

Elon Musk company okayed to pilot Starlink satellite internet service in Vietnam

Elon Musk company okayed to pilot Starlink satellite internet service in Vietnam

Vietnam has allowed the U.S.'s SpaceX to pilot Starlink low-orbit satellite internet service in the country on a pilot basis until January 1, 2031.

Industries - Wed, March 26, 2025 | 5:18 pm GMT+7

Danish toymaker Lego to open $1.3 bln Vietnam plant next month

Danish toymaker Lego to open $1.3 bln Vietnam plant next month

Denmark's Lego will officially open its factory in VSIP III Industrial Park in Vietnam's southern province of Binh Duong on April 9.

Industries - Wed, March 26, 2025 | 4:18 pm GMT+7

Top Singaporean firms earn high incomes in Vietnam

Top Singaporean firms earn high incomes in Vietnam

Singapore is the second-biggest foreign investor in Vietnam, with over $84 billion in registered investment capital as of end-January and many prominent investors raking in high incomes.

Companies - Wed, March 26, 2025 | 3:45 pm GMT+7

Vietnam, Singapore ink significant deals in Hanoi

Vietnam, Singapore ink significant deals in Hanoi

Vietnamese Prime Minister Pham Minh Chinh and his Singaporean counterpart Lawrence Wong on Wednesday witnessed the signing of many cooperation deals between agencies and enterprises of the two countries.

Economy - Wed, March 26, 2025 | 2:51 pm GMT+7

Vietnam's major policies are reshaping economic development

Vietnam's major policies are reshaping economic development

Major policies are reshaping Vietnam's approach to economic development, which focuses on science, technology, and private enterprises, said a leader at the Vietnam Chamber of Commerce and Industry (VCCI).

Economy - Wed, March 26, 2025 | 12:11 pm GMT+7

PM okays over $10 bln urban area project in central Vietnam

PM okays over $10 bln urban area project in central Vietnam

The over VND260.3 trillion ($10.16 billion) Cam Lam New Urban Area project in the south-central province of Khanh Hoa has received in-principle approval from Prime Minister Pham Minh Chinh.

Real Estate - Wed, March 26, 2025 | 8:58 am GMT+7

S Korea's KIM Fund raises stake in Vietnam's marine transportation firm VIPCO

S Korea's KIM Fund raises stake in Vietnam's marine transportation firm VIPCO

South Korea’s KIM Fund has increased its stake in Hai Phong city-based Vietnam Petroleum Transport JSC (VIPCO, HoSE: VIP) to 2.73%, making it the latter’s second-largest shareholder.

Companies - Wed, March 26, 2025 | 8:30 am GMT+7